Royal Caribbean Case Study Analysis
Added on 2020-01-28
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CASE STUDY ANALYSIS-
ROYAL CARIBBEAN CRUISES
LTD.: SAFETY,
ENVIRONMENT,
AND HEALTH
ROYAL CARIBBEAN CRUISES
LTD.: SAFETY,
ENVIRONMENT,
AND HEALTH
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: Introduction to the case study...................................................................................4
1.1 Statement of the problem......................................................................................................4
1.2 Research and objectives........................................................................................................4
1.3 Structure of rest of the report................................................................................................4
CHAPTER 2: Corporate and competitive appraisal........................................................................5
2.1 Company background of Royal Caribbean Cruises Ltd.......................................................5
2.2 Current situation of Royal Caribbean Cruises Ltd................................................................6
CHAPTER 3: Analysis of the situation...........................................................................................9
3.1 Problem statement of Royal Caribbean Cruises Ltd and Relevant literature review............9
3.2 Source of data......................................................................................................................15
CHAPTER 4: Analysis and findings.............................................................................................16
4.1 Analysis of competitive issues in the industry of Royal Caribbean Cruises Ltd by Porter's
Value chain................................................................................................................................16
4.2 Analysis of internal environment of Royal Caribbean Cruises Ltd through BCG matrix. .17
4.3 Analysis of internal environment of Royal Caribbean Cruises Ltd by strategy canvas......18
4.4 Availability and constraints appraise and interpret it..........................................................18
CHAPTER 5: Proposed solution to a problem..............................................................................19
5.1 Clear vision.........................................................................................................................19
5.2 Challenges that are identified..............................................................................................19
5.3 Action plan..........................................................................................................................19
5.4 Control the measure............................................................................................................20
REFERENCES................................................................................................................................1
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: Introduction to the case study...................................................................................4
1.1 Statement of the problem......................................................................................................4
1.2 Research and objectives........................................................................................................4
1.3 Structure of rest of the report................................................................................................4
CHAPTER 2: Corporate and competitive appraisal........................................................................5
2.1 Company background of Royal Caribbean Cruises Ltd.......................................................5
2.2 Current situation of Royal Caribbean Cruises Ltd................................................................6
CHAPTER 3: Analysis of the situation...........................................................................................9
3.1 Problem statement of Royal Caribbean Cruises Ltd and Relevant literature review............9
3.2 Source of data......................................................................................................................15
CHAPTER 4: Analysis and findings.............................................................................................16
4.1 Analysis of competitive issues in the industry of Royal Caribbean Cruises Ltd by Porter's
Value chain................................................................................................................................16
4.2 Analysis of internal environment of Royal Caribbean Cruises Ltd through BCG matrix. .17
4.3 Analysis of internal environment of Royal Caribbean Cruises Ltd by strategy canvas......18
4.4 Availability and constraints appraise and interpret it..........................................................18
CHAPTER 5: Proposed solution to a problem..............................................................................19
5.1 Clear vision.........................................................................................................................19
5.2 Challenges that are identified..............................................................................................19
5.3 Action plan..........................................................................................................................19
5.4 Control the measure............................................................................................................20
REFERENCES................................................................................................................................1
EXECUTIVE SUMMARY
Royal Caribbean Cruises Ltd. began their operations and functions from 1968. It is the
second largest cruise company of world. They are providing different types of services and
products that assist to grow outcomes and performances at workplace. In this way, high revenue
has been considered at workplace through operating functions in different areas. For focusing on
the report, objectives are determined. In this context, research is based on secondary sources that
are gathered from various resources. There are different models applied such as BCG matrix,
Ansoff matrix, Porter's five forces, Porter's value chain and many more aspects. Through issues
and problem identified that resolves through action plan. Action plan has covers various
activities in a month. Thus, the company can resolve their issues and achieve growth in the
market.
Royal Caribbean Cruises Ltd. began their operations and functions from 1968. It is the
second largest cruise company of world. They are providing different types of services and
products that assist to grow outcomes and performances at workplace. In this way, high revenue
has been considered at workplace through operating functions in different areas. For focusing on
the report, objectives are determined. In this context, research is based on secondary sources that
are gathered from various resources. There are different models applied such as BCG matrix,
Ansoff matrix, Porter's five forces, Porter's value chain and many more aspects. Through issues
and problem identified that resolves through action plan. Action plan has covers various
activities in a month. Thus, the company can resolve their issues and achieve growth in the
market.
CHAPTER 1: Introduction to the case study
1.1 Statement of the problem
Royal Caribbean Cruises Ltd is the largest cruises company in US market. In this aspect,
competitor of the company Norwegian had recently invested their new vessels more than RCL
which is turn to incorporate younger than Carnival fleet. In 2013 revenue were expected around
2.6%. As per the basis of competition, Cruise brand is varied with the price tier. Contemporary it
is typically involves attraction that are appealing to young and old on very large vessels. Main
problem is that ticket prices are too low (Yazan, 2015). However, extra charges take place at
common area. Generally cruise ship companies has aimed to earning more revenue in 360 days
of years. At cruises, high tickets items are taking place so that demand was closely tied with
economic conditions and consumer confidence as well. In a country, there are continuous poor
economic condition take place so that cruise company continue expanded their outcomes.
1.2 Research and objectives
Main aim of this research report is to assess outcomes and performance of Royal
Caribbean Cruises Ltd. In this aspect, report determines following research objectives:
To assess the external environment analysis for development of cruise company in new
areas.
To develop marketing strategy to face challenges and competition by the enterprise in
cruises companies.
To identify internal environment to promote the products and services of RCL to achieve
strategic position.
To analysis the economic condition of market for handling difficulties of the company in
different areas.
1.3 Structure of rest of the report
Present report is divided in 5 chapters that are as follows:
Chapter 1: In this part of present report, introduction section is defines in 4 different
elements such as statement of problem, aims and objectives and structure of the report.
Chapter 2: Chapter 2 is divided in case brief which includes company background and
current situation of the enterprise.
1.1 Statement of the problem
Royal Caribbean Cruises Ltd is the largest cruises company in US market. In this aspect,
competitor of the company Norwegian had recently invested their new vessels more than RCL
which is turn to incorporate younger than Carnival fleet. In 2013 revenue were expected around
2.6%. As per the basis of competition, Cruise brand is varied with the price tier. Contemporary it
is typically involves attraction that are appealing to young and old on very large vessels. Main
problem is that ticket prices are too low (Yazan, 2015). However, extra charges take place at
common area. Generally cruise ship companies has aimed to earning more revenue in 360 days
of years. At cruises, high tickets items are taking place so that demand was closely tied with
economic conditions and consumer confidence as well. In a country, there are continuous poor
economic condition take place so that cruise company continue expanded their outcomes.
1.2 Research and objectives
Main aim of this research report is to assess outcomes and performance of Royal
Caribbean Cruises Ltd. In this aspect, report determines following research objectives:
To assess the external environment analysis for development of cruise company in new
areas.
To develop marketing strategy to face challenges and competition by the enterprise in
cruises companies.
To identify internal environment to promote the products and services of RCL to achieve
strategic position.
To analysis the economic condition of market for handling difficulties of the company in
different areas.
1.3 Structure of rest of the report
Present report is divided in 5 chapters that are as follows:
Chapter 1: In this part of present report, introduction section is defines in 4 different
elements such as statement of problem, aims and objectives and structure of the report.
Chapter 2: Chapter 2 is divided in case brief which includes company background and
current situation of the enterprise.
Chapter 3: In this chapter, problem has been stated with analysis of current situation in
Royal Caribbean Cruises Ltd. In this aspect, relevant literature review is defines with
assessment of BCG matrix, porter five forces analysis, Ansoff matrix and many more
aspects. It is also describes plan and sources of data that assist to make effective results in
the enterprise (Afroz, Masud and Duasa, 2013).
Chapter 4: Forth chapter indicates issues and environment analysis of the company.
Hence, Royal Caribbean Cruises Ltd can review their activities and assess position in
market.
Chapter 5: It is the last chapter of present report which covers solution of problem with
integration of assessment of problem. In addition to this, it also demonstrates problem
which assess in 4th chapter considering with effective solutions. Action plan is included
with limitation of further research and study (Bagis and Dooms, 2014).
CHAPTER 2: Corporate and competitive appraisal
2.1 Company background of Royal Caribbean Cruises Ltd
Royal Caribbean International is established in 1968 through three Norwegian shipping
enterprises that cater to each customer all over the world cruises. After this in 1970, first cruise is
offered by the firm that determines through parent company which is incorporated with republic
of Liberia. In 1990, operations of the enterprise is consolidated in Miami headquarters
incorporated function with RCL which acquired through celebrity cruise around $515 million.
The chosen firm is fleet in 41 ships with more than 98,500 passenger in 6 brands. In 2013, the
cited firm has welcome over more than 5 million people on cruise in which they visited over 460
ports. In January 2014, by senior vice president of safety, environment and health department
prepare meeting with company chairman and CEO. They have also prepared for review the
activities that assist to meet with objective of environment persistent. It is the only firm which
considered cruise firms accounted for over 93% of passenger nights. It is the largest operator of
carnival corporation who possess portfolio of 12 leading cruise brands in North America.
Nowadays, basis of competition on cruise line is very high as per the price element.
Contemporary cruise lines is also offered attractions that are appealing to young and old on large
vessels.
Royal Caribbean Cruises Ltd. In this aspect, relevant literature review is defines with
assessment of BCG matrix, porter five forces analysis, Ansoff matrix and many more
aspects. It is also describes plan and sources of data that assist to make effective results in
the enterprise (Afroz, Masud and Duasa, 2013).
Chapter 4: Forth chapter indicates issues and environment analysis of the company.
Hence, Royal Caribbean Cruises Ltd can review their activities and assess position in
market.
Chapter 5: It is the last chapter of present report which covers solution of problem with
integration of assessment of problem. In addition to this, it also demonstrates problem
which assess in 4th chapter considering with effective solutions. Action plan is included
with limitation of further research and study (Bagis and Dooms, 2014).
CHAPTER 2: Corporate and competitive appraisal
2.1 Company background of Royal Caribbean Cruises Ltd
Royal Caribbean International is established in 1968 through three Norwegian shipping
enterprises that cater to each customer all over the world cruises. After this in 1970, first cruise is
offered by the firm that determines through parent company which is incorporated with republic
of Liberia. In 1990, operations of the enterprise is consolidated in Miami headquarters
incorporated function with RCL which acquired through celebrity cruise around $515 million.
The chosen firm is fleet in 41 ships with more than 98,500 passenger in 6 brands. In 2013, the
cited firm has welcome over more than 5 million people on cruise in which they visited over 460
ports. In January 2014, by senior vice president of safety, environment and health department
prepare meeting with company chairman and CEO. They have also prepared for review the
activities that assist to meet with objective of environment persistent. It is the only firm which
considered cruise firms accounted for over 93% of passenger nights. It is the largest operator of
carnival corporation who possess portfolio of 12 leading cruise brands in North America.
Nowadays, basis of competition on cruise line is very high as per the price element.
Contemporary cruise lines is also offered attractions that are appealing to young and old on large
vessels.
2.2 Current situation of Royal Caribbean Cruises Ltd
Cruises were high ticket items which was demanded very closely that tied into the
economic condition and consumer behaviour as well. In recession of 2008, demand is declined
sharply in 2009. This line is offering large discounts, cabin upgrades, vouchers and spending as
well. Due to poor economic conditions, cruise line industry is continually expanded. As per the
estimation, RCL estimates global cruise industry and welcomed around 20.8 million guest in
2012. It is high from 2011 that is 20.2 million. In addition to this, in 2015 it is increasing around
8.7% that enhance new ships due to online enhancement of customer base.
PESTLE analysis
In this aspect, growth and development of cruise industry have been analysis which
began through examining of different factors. It will influence to Royal Caribbean Cruises Ltd in
recent decades.
Political factor
The chosen cruise business has take high risk when they are enters into new area of
market. In hostile waters some cases overtaking the ship which includes in Somalia. In these
days, travel companies also forced to spend a million of pounds that boost their security system
to wake of surge of cases where ships and passengers are take place (Marine-Roig and Clavé,
2015).
Economic factor
Economic cruise market is estimating around the 36.2 billion. Top of the cruise company
have determines their limited account for 71.7% share all over the world. High amount investing
by RCL which encountered to generate more employment. It is not only provides job for people
but also encourage for determine new restaurant, attraction of tourist and many other things
(Walnum and Simonsen, 2015).
Social factor
Due to changes in customer taste and preferences, social outcomes are impacted. People
lifestyle is also influencing which create further expectation for the cruise industry. Due to social
demographic point of view, cruising trends are more popular among customer who are age of 55
to 64 in 2011. Mainly cruise industry is targeted to young generation people who wants shorter
break (Quillfeldt, Ekschmitt and Masello, 2015).
Technological factor
Cruises were high ticket items which was demanded very closely that tied into the
economic condition and consumer behaviour as well. In recession of 2008, demand is declined
sharply in 2009. This line is offering large discounts, cabin upgrades, vouchers and spending as
well. Due to poor economic conditions, cruise line industry is continually expanded. As per the
estimation, RCL estimates global cruise industry and welcomed around 20.8 million guest in
2012. It is high from 2011 that is 20.2 million. In addition to this, in 2015 it is increasing around
8.7% that enhance new ships due to online enhancement of customer base.
PESTLE analysis
In this aspect, growth and development of cruise industry have been analysis which
began through examining of different factors. It will influence to Royal Caribbean Cruises Ltd in
recent decades.
Political factor
The chosen cruise business has take high risk when they are enters into new area of
market. In hostile waters some cases overtaking the ship which includes in Somalia. In these
days, travel companies also forced to spend a million of pounds that boost their security system
to wake of surge of cases where ships and passengers are take place (Marine-Roig and Clavé,
2015).
Economic factor
Economic cruise market is estimating around the 36.2 billion. Top of the cruise company
have determines their limited account for 71.7% share all over the world. High amount investing
by RCL which encountered to generate more employment. It is not only provides job for people
but also encourage for determine new restaurant, attraction of tourist and many other things
(Walnum and Simonsen, 2015).
Social factor
Due to changes in customer taste and preferences, social outcomes are impacted. People
lifestyle is also influencing which create further expectation for the cruise industry. Due to social
demographic point of view, cruising trends are more popular among customer who are age of 55
to 64 in 2011. Mainly cruise industry is targeted to young generation people who wants shorter
break (Quillfeldt, Ekschmitt and Masello, 2015).
Technological factor
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